Hip Hop Wear Gone Fusion
The collision of hip hop wear, skateboarding gear and work wear into a unique style is generally called street wear, and this style fusion is growing in popularity as rap music continues to become more central to the fabric of pop culture. More brands are going down the path traveled by outfits like Obey and Zoo York, which showed huge growth but are also at risk of being sapped of their edginess by becoming so mainstream. In SoHo, for example, you will find the first New York outpost of the Hundreds store, squeezed among the high-end boutiques.
This store features an artfully distressed mirror that runs the length of one wall, and the furnishings are done in dark wood and black leather. The store is built for mass appeal, with a vibrant logo in the form of an exploding bomb with a face that it slaps on everything from T-shirts, hoodies, jackets, belt looks and even the scaffolding outside the store.